HEART UK, the Cholesterol Charity, has appointed Calacus to run an awareness campaign to help its fight against raised cholesterol.

HEART UK are experts in cholesterol and they lead the way in education and support for people both with inherited or non-inherited high cholesterol. Their work with governing bodies and medical stakeholders has also helped to further develop guidelines for improved methods of the detection and treatment of cholesterol related conditions.

Key elements of the consumer-focused campaign will be the promotion of healthy living and a good diet as well as celebrity endorsement to get the message across.

HEART UK Chief Executive Jules Payne said: “This is a key time in the history of our organisation and we have ambitious plans to build on the success we have had in the past ten years.

“Consumer audiences are key for us, but we will also be expanding our product approval scheme, clinics and education programmes.

“HEART UK is passionate about preventing premature deaths caused by cholesterol and we have an important story to tell. We are confident that Calacus will help us to engage with all our target audiences and help us raise more funds to fight heart disease.”

Calacus Director David Alexander said: “As someone whose father suffered from severe heart disease, working for HEART UK has a personal resonance for me. Healthy eating and exercise are important aspects of the modern lifestyle and Calacus will use its contacts to help attract new ambassadors and supporters. HEART UK has a great story to tell and we will help them tell it to all their key audiences.”

Two thirds of the UK have raised cholesterol. Over 120,000 people in Britain have a form of inherited high cholesterol called Familial Hypercholesterolaemia (FH) which can cause premature death as those as young as 30 – and only 15% of those with the condition are known.

HEART UK was formed in 2002 following a merger of The Family Heart Association (FHA) and the British Hyperlipidaemia Association (BHA).

The Chief Executive of HEART UK is Jules Payne. Prior to this, she was Deputy Chief Executive at Allergy UK, a charity supporting people with all allergies and intolerances. Her previous background was in business development within the commercial arena and she has experience a multitude of industries, including recruitment, advertising, energy and the grey market.